Content is King – How to Measure ROI

Content is King – How to Measure ROI

Here at E-Web we have always stressed that content is king – it helps to refresh your website so that search engine bots know your online business is still alive and kicking, and also helps by giving users something to read and potentially engage with regarding your business.

Sometimes it is hard to process what the benefits of adding new content is and putting it in terms of ROI, but the team over at Mashable have summarised it in 3 simple points:

  1. Understand what you’re measuring – Are you creating content to increase subscribers to your awesome content? Do you know what results you are getting now? If so then you will be able to gauge what the increase in subscribers are. Be sure to note that, like the Pantene shine, it won’t happen overnight, but it will happen.
  2. Use proxies to measure initial success – At the end of the day, we all like to see dollars rolling into the bank, but with a content strategy, and if you are just starting out, it may take a long time to see your mountain of cash. This sometimes puts users off from continuing to create content, so to combat this, give yourself smaller milestones and checkpoints to indicate success. Increases in the number of Facebook Likes, Retweets, Reblogs, Comments, are all wins!
  3. Measure both primary and secondary conversion indicators – Leads coming in as a result of the content you are generating is of course a great indicator of success. But what if those leads are duds and not studs? Will you still be happy about this? It is important to measure the results of those leads that come in such as the rentention period, the conversion life cycle, and the number of new customers referred on from those leads.

Check out the entire post at Mashable for more details.

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We’ve been in the digital marketing field for over 18 years and worked with hundreds of Australian (and international) businesses to grow their web presence. Specialising in SEO, search ads (PPC), social media, content marketing, email marketing and conversion rate optimisation.

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